Emma Watson Is Innovating the Press Tour Style Gauntlet

Emma Watson is offering a peek behind the curtain on her press tour for Beauty and the Beast. The actress has created an Instagram, fittingly titled “The Press Tour” to document each of her looks while she travels to promote the film. Watson, a vocal proponent of sustainable fashion, includes detailed captions providing background information on each brand she’s wearing and how they’re committed to being more eco-friendly.

According to Watson, the latest look on the account—a custom red, black, and blue dress by Louis Vuitton—was created with fabrics made from recycled plastic bottles. The arm band was made in a carbon-neutral mill.

This isn’t Watson’s first time advocating for sustainable fashion on a press tour. While promoting her film Regression in the summer of 2015, she made a concerted effort to wear clothes from designers who were “considering local craft and production, artisan skills, the environment, sustainability, and the longevity of fashion.” Her stylist Sarah Slutsky documented each look, explaining how every designer featured was working to make a difference within the fashion industry.

Press tours are getting longer and longer, and Emma Watson has figured out a way to use the time to make not just fashion statements, but statements using fashion.

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